Saudi Arabia continues its investments in motorsport
On the occasion of the Le Mans Virtual 24 Hours, Saudi Arabia secures prime visibility by becoming the title sponsor of the event. A new step in its strategy of investing in motorsports on a global scale.
In order to occupy the media space during this period of sports scarcity, the ACO came up with the idea of organizing a virtual race on the weekend when the 24 Hours of Le Mans were supposed to take place, which have been postponed to September. Enthusiasm is high, with the participation of 50 teams, each composed of 4 drivers. The official WEC teams are thus joined by teams of sim racers. The good idea is to have required at least two professional drivers per team in order to distribute the talent and benefit from the notoriety. Mission accomplished with drivers from F1, WEC, IMSA, IndyCar, and Formula E…
From a sponsors’ perspective, we have the traditional sponsors of the event (Rolex, Total, Michelin, Goodyear, Motul, MMA, and Gant) as well as newcomers specifically linked to this online event (the Motorsport Network group and Thrustmaster). But the surprise comes from the title sponsor of the event. It is indeed SAFEIS. This acronym might not sound familiar. That’s normal. It is the esports federation of Saudi Arabia!
What is all the more surprising is that the visibility of the federation prior to this event is extremely limited since it does not appear on the official poster of the event. The announcement was not even shared on social media, while these platforms did mention the associations with the newcomers mentioned above. However, during the event, its logo will be present on the windshields of all the vehicles as well as on the trackside during the 24-hour race.
This partnership is part of the broader strategy of the Wahhabi kingdom to gain visibility and, above all, respectability on the international stage through sports, particularly motorsports. It follows the strategy of its neighbor and yet enemy, Qatar, which has been involved in this strategy for many years, especially in football (World Cup, PSG). For Saudi Arabia, this translates into hosting the Dakar Rally, which showcases its vast desert landscapes, as well as two Formula E races.
State-owned companies are also being called upon to contribute. It has been announced that there is a global partnership between F1 and the oil company Aramco, which will be featured on the F1 trackside as a title sponsor for certain Grand Prix races. In Formula E, the airline company Saudi Airlines is being involved to support the government’s campaign. It will be interesting to see if the current endurance push will be limited to esports or if a presence will also be negotiated for the physical event.
With the participation of www.racingbusiness.fr
